Just like Will Ferrell proved on Saturday Night Live, you can never have enough cowbell. And the same can be said for being noticed and visible while riding on the street, especially at night. British company Proviz was founded by two cyclists in 2009, and have since developed safety products for other industries as well, including motorcycling, running, horseback riding and outdoors.

The $139 Reflect360 cycling jacket is “astonishingly bright”, say the reviewers. How bright is bright? See for yourself: